Toggle Main Menu Toggle Search

Open Access padlockePrints

Shopping via Instagram: The influence of perceptions of value, benefits and risks on purchase intentions

Lookup NU author(s): Professor Savvas PapagiannidisORCiD, Professor Eleftherios AlamanosORCiD



This is the final published version of an article that has been published in its final definitive form by IGI Global , 2017.

For re-use rights please refer to the publisher's terms and conditions.


This study presents an empirical investigation as to the key determinants of purchase intention towards clothing on Instagram. A conceptual model has been created, based upon the relevant literature and research questions of this study, which has subsequently been evaluated through a quantitative methodology. A convenience sample of 200 Thai customers was selected in order to complete the questionnaire. The accumulated data was analysed via multiple regression in order to test the study’s hypotheses. The results suggest that four aspects contribute positively towards customer purchase intentions (perceived social value, perceived price value, perceived quality value and perceived benefits) while, in contrast, risk perceptions have been found to adversely impact upon customer purchase intentions. Two other aspects, perceived emotional value and electronic word of mouth, have been found to have no significant influence upon purchase intentions.

Publication metadata

Author(s): Apiraksattayakul C, Papagiannidis S, Alamanos E

Publication type: Article

Publication status: Published

Journal: International Journal of Online Marketing

Year: 2017

Volume: 7

Issue: 4

Pages: 1-20

Print publication date: 01/10/2017

Acceptance date: 01/06/2017

Date deposited: 07/06/2017

ISSN (print): 2156-1753

ISSN (electronic): 2156-1745

Publisher: IGI Global


DOI: 10.4018/IJOM.2017100101


Altmetrics provided by Altmetric